‘Say Yes to the Dress’ Brides Invade Atlanta

From the frothy gaggle of wedding reality shows that seem to multiply by the day, TLC’s “Say Yes to the Dress” has emerged as a fan favorite. And because its stars are the strong-willed customers and tough-love consultants at Manhattan’s storied Kleinfeld shop, it’s become something of a window into New York (okay, and New Jersey) weddings and women.

But all that will change when, this Friday, TLC unveils (pun totally intended) “Say Yes to the Dress: Atlanta.” The spinoff will feature the city’s high-end bridal salon, Bridals by Lori, which has been servicing Southern brides for almost three decades. Speakeasy caught up with the store’s owner, Lori Allen, about selling four-figure gowns in a down economy and how brides below the Mason-Dixon line are different.

The Wall Street Journal: How did you get into this crazy business?

My aunt owned three bridal stores in Birmingham — I grew up hearing about the business. When I graduated from college, I was all set to open a ready-to-wear store, but I kept thinking about ways I could bring my take on the bridal industry. So I went bridal. I graduated on December 15 and opened by Bridals by Lori on December 30, in a strip mall. We had four dressing rooms. The building I really wanted was across the street. A plastic surgeon was in there then. I worked hard and hung in there, and when he went out of business, we bought the building. Now, we have 25,000 feet. It’s been an evolution.

And now you’ve evolved into a reality TV star. How did the show come together?

I got a call from North South Productions [the producer of the Atlanta edition] about a year ago. They came down and shot three pilots.

Three?

Well, the first time we didn’t know what we were doing. We’ve been doing this for 30 years, but we were nervous. They said, ‘We see some potential, but can y’all relax and be yourselves?’ By the third time, we got it.

What will we see from Bridals by Lori that’s different than what we’re used to watching go on at Kleinfeld?

Our store is very different. It’s a lot more open. People in the South love to interact, so we don’t do many closed-door dressing room sales. Our sales happen out on the floor, with chaos going on. Our brides love to talk to each other. In fact, honey, most of them want to get out there and strut up and down our runway 500 times.

Wait — did you say runway?

Oh, yes. That’s the focal point of our store. We have a runway — kidney-shaped, all hardwood floors — and we can dim the lights to simulate a church. The mother stands at the end, the bride jumps up there… it’s her time to model and show us her dress. They love it.

So what kind of stuff comes down that runway a lot — even as spending is still a little tight in this economy?

What I’m seeing right now is that if girls are going to spend the money, they want the gown to be a little showier. That understated $6,000 gown that’s $6,000 because of its beautiful fabric and draping — that sells better when the economy is better. We’re seeing a lot of brides who want beading and skirts with dimension.

As a devoted ‘Say Yes to the Dress’ viewer, I’ve noticed that tons of Kleinfeld brides fall for that sheer-corset look — like the one Pnina Tornai makes or the Monique Lhuillier gown Carrie Underwood recently wore. Does its popularity translate down South?

Lord, no! That sheer corset — I couldn’t give it away. I was surprised [that Underwood wore it]. A true Southern bride is a little more reserved, and her mother and grandmother’s opinions are so important. That gown would give the grandmother a heart attack.

About Speakeasy

Speakeasy is a blog covering media, entertainment, celebrity and the arts. The publication is produced by Barbara Chai and Jonathan Welsh with contributions from the Wall Street Journal staff and others. Write to us at speakeasy@wsj.com or follow us on Twitter at @WSJSpeakeasy or individually @barbarachai.